WheyUP Expands into New England and Southwest

Gilbert, Ariz. – January 29, 2008 – WheyUP, the Original Protein Drink with Energy, continued its aggressive national distribution campaign by signing deals with Dichello Distributors in Connecticut and American Fitness Wholesalers of Arizona.

WheyUP represents a breakthrough in the sports drink market. It combines 20 grams of whey protein with an energy formula in a sugar-free, non-carbonated beverage. WheyUP is sold in ready-to-drink 16-ounce plastic bottles and 12 packs in two flavors: wild berry and tropical citrus.

“Part of our marketing strategy is to expand WheyUP’s availability in the Northeastern U.S., so we’re pleased to be partnering with Dichello Distributors,” said WheyUP’s inventor and co-founder Erik Rothchild. “Dichello is the largest independent Anheuser-Busch wholesaler in New England, so this arrangement will expose WheyUP to a whole new group of consumers in the New England area.”

Dichello Distributors has more than 70 years of combined experience in the beverage industry and provides unparalleled service and support. The New Haven-based company services more than 4,200 accounts in Fairfield, New Haven and Middlesex counties in Connecticut.

“We are excited to be working with a revolutionary new beverage like WheyUP,” said Art Maus Director of Non-Licensed Accounts with Dichello Distributors. “Consumers in the Connecticut area will love this drink. We are approached by new beverages all the time, but WheyUP really stood out by its uniqueness, functionality and great taste.”

American Fitness Wholesalers of Arizona services the Phoenix metro area — including Scottsdale, Mesa, Gilbert, Tempe, Glendale, Peoria and Chandler — as well as El Paso, Texas, and Albuquerque, N.M.

“Arizona is our home turf, so American Fitness Wholesalers is a great fit,” Rothchild continued. “They service many gyms and independent supplement stores throughout the Southwest. They are a big part of our word-of-mouth marketing strategy.”

WheyUP is targeted toward health-conscience individuals and fitness enthusiasts. It is ideal for fat-loss programs, exercise programs, weight-training programs, athletic activities, and as part of a healthy, active lifestyle.